engine optimization geared and you know people are lazy newsrooms are lazy and people are seeing what's trending and taking some of these tweets were aggregated on their big news websites which they aren't gathering losers aggregating bad stuff bad info becomes news and somebody is you know in a p.r. departments going to ads on a hundred for. the character is that's what now becomes news right examined by culture now we have a culture but you know this also can go horribly bad let me just give you two examples you know kenneth cole right gave a horrible tweet and then later had to backtrack and because of that you know the someone else created a fake account and then nero's it and yesterday i decided to start tweeting about what happened to lara logan we wrote you that earlier since that he resigned from the board and why you are in some ways this can have very damaging effects because every little thing that you think maybe shouldn't be out there because it could and your career will because this stuff is it's either stuff that you're talking about personally and you don't expect peopl